Successful sales promotion helps improve the customer experience by creating an attractive environment and meeting consumer expectations. These two aspects are crucial to building customer loyalty and driving sales of a brand.

In this article, we will see what ingredients promote a memorable “  Customer Experience  ” and we will illustrate them through concrete examples that we have carried out in the food sector…

1. Define the objective(s)

If the aim of any commercial activity is mainly to increase your turnover, other objectives may come into play:

  • Make a new product known, as part of a launch campaign
  • Demonstrate a product for which you want to boost sales
  • Build customer loyalty and upselling (upselling)

In all cases, your objectives must be SMART : Specific , Measurable , Achievable , Realistic and Time -bound.

2. Know your target audience

Understand the preferences, needs and expectations of your customers. Adapt your animation accordingly to arouse their interest.

3. Choose the right time

Select a period conducive to your event, such as busy periods or special days (weekends, public holidays, etc.).

4. Create an engaging experience

Design an animation that offers a unique and memorable experience. This may include product demonstrations, interactive games, tastings, etc.

5. Focus on Visibility / Theatricalization

Make sure your animation is clearly visible inside the point of sale to attract consumers’ attention. Use posters, promotional stands or attractive visual elements.

6. Special promotions

Offer special offers, discounts or freebies to encourage customers to participate and make purchases.

7. Use social networks

Announce your event on social media to create buzz before the event. Encourage customers to share their experiences using specific hashtags.

8. Personalize the interaction

Brief sales staff to interact in a personalized way with customers. Attentive, personalized service can build brand loyalty.

9. Evaluate and adjust

Collect feedback during and after the animation. Use this information to evaluate the success of the action and adjust your approach for future activities.

In summary, the key to sales animation success lies in understanding your audience, creating an engaging experience, promoting effectively, and continually adapting based on feedback.

PRACTICAL CASES

BRAND : PICK UP! (Chocolate biscuits)
CUSTOMER OBJECTIVE : launch of new packaging
TARGET AUDIENCE : buyer: mother and consumer: pre-teens (core) and adults.

CREATE AN ENGAGING EXPERIENCE : distribution of samples and tastings, awareness of new cardboard packaging (eco-responsible approach vs. old plastic packaging).
PERSONALIZE THE INTERACTION : the facilitator’s mission was to explain the new launch while distributing the sample. The old packaging (strip packaging) has changed to make way for a cardboard box that can be recycled.
VISIBILITY/THEATRALIZATION : t-shirt, totem, table cover, promotional stand, displays. Location: central aisle / promotional aisle.
SPECIAL PROMOTIONS : 8+2 free
CHOOSE THE RIGHT TIME : activities held at the beginning of September (back to school) for children’s snacks at school and at the end of the week to benefit from more traffic.
EVALUATE AND ADJUST : report via the CD PUB application: number of customer contacts / number of tastings-sales / product knowledge / consumer opinions / Comments or suggestions for improving sales.

BRAND : PHILADELPHIA (Spreadable cheese)
CUSTOMER OBJECTIVE : to introduce new products and rediscover bestsellers and develop promotional sales.
TARGET AUDIENCE : family.

CREATE AN ENGAGING EXPERIENCE : our facilitators had the mission of making the products known and for consumers to taste them and share their inspiration.
PERSONALIZE THE INTERACTION : sharing festive recipes and distributing flyers at the time of the tasting.
VISIBILITY/THEATRALIZATION : 1 Philadelphia Stand, personalized apron, specific furniture. Location: at the TG (gondola head) near the self-service fresh section to encourage purchases.
SPECIAL PROMOTIONS : 50% on the purchase of a 2nd product.
CHOOSE THE RIGHT TIME : tastings week 44 (Before Christmas for end-of-year recipes, Toasts etc.)
EVALUATE AND ADJUST : report via the CD PUB application: number of tastings-sales / knowledge of the product / Comments or suggestions for improving sales.

BRAND : BOFFERDING
CUSTOMER OBJECTIVE : to offer consumers a unique experience, allowing them to experience the most significant moments of the Luxembourg festivities while enjoying a very cold Bofferding.
TARGET AUDIENCE : adults (+18 years) / beer lovers

CREATE AN ENGAGING EXPERIENCE : present the limited series of bottles specially designed to celebrate key Luxembourg events and traditions with tastings.
PERSONALIZE THE INTERACTION : possibility of receiving 1 “Collector” bottle – limited series (amateur/collector).
VISIBILITY/THEATRALIZATION : personalized stand, bottle-shaped totem, displays, t-shirt, collector bottle samples. Warm sales area (shopping atmosphere) with lockers. Location: central aisle or promotional area.
SPECIAL PROMOTIONS : 2 packs of 33cl or 2 racks of 12x33cl or 1 rack of 24x33cl = 1 free collector’s bottle.
CHOOSE THE RIGHT TIME : weekend in June (before the height of the summer period).
EVALUATE AND ADJUST : report via the CD PUB application: number of tastings-sales / most sold and least sold product / comments or suggestions for improving sales.

BRAND : MILKA & COTE D’OR
CUSTOMER OBJECTIVE : encourage consumers to buy Milka & Côte D’Or Easter products by tasting Easter eggs
TARGET AUDIENCE : children (Core) and adults.

CREATE AN ENGAGING EXPERIENCE : tasting Milka and Côte d’Or Easter eggs.
PERSONALIZE THE INTERACTION : 1 free ice cream mold with the purchase of 3 Milka Easter products.
VISIBILITY/THEATRALIZATION : 1 Milka stand, 2 Easter baskets, 1 Milka apron. Location: promotional area.
SPECIAL PROMOTIONS : 1 euro reduction voucher per customer on the purchase of 3x100g or 1x350g.
CHOOSE THE RIGHT TIME : weekends in April and the end of March just before Easter.
EVALUATE AND ADJUST : report via the Customer application: number of tastings-sales / product knowledge / comments or suggestions for improving sales.

BRAND : DELACRE (chocolate biscuit)
CUSTOMER OBJECTIVE : present the new range of Delacre biscuits.
TARGET AUDIENCE : young adults and families

CREATE AN ENGAGING EXPERIENCE : tasting biscuits from the range.
VISIBILITY/THEATRALIZATION : personalized stand and apron. Location: near the Delacre displays in store.
SPECIAL PROMOTIONS : promotions on Cactus leaflets with 1+1 free on chocolate biscuits and cookies and -20% on marquisette.
CHOOSE THE RIGHT TIME : weekends in June.
EVALUATE AND ADJUST : report via the CD PUB application: number of tastings-sales / most sold and least sold product / comments or suggestions for improving sales.

In conclusion, commercial animation represents a dynamic and versatile strategy aimed at stimulating the commercial activity of a brand at the point of sale. Beyond the main objective of increasing sales, it stands as an effective means of introducing new products, reviving interest in existing items, and above all, establishing lasting links with customers. By investing in creative, responsive and customer experience-driven approaches, businesses can not only attract new consumers , but also retain their existing customer base, creating an environment conducive to continued growth and long-term prosperity.

And if you need a professional to support you in your success, let us know.